BC Hydro installs pedal-powered billboard in Vancouver
BC Hydro began an out-of-home initiative in Vancouver on Nov. 22 to promote energy efficient LED lights. The company has installed a billboard on Richards Street which incorporates 1,500 LED lights powered by a generator attached to a stationary bicycle. BC Hydro employees will pedal the bicycle in shifts to keep the billboard lit for five days. The lights are supported by a wireframe sculpture of a reindeer, accompanied by the copy, “LED lights use less energy.” For each hour the board remains lit, BC Hydro will make a donation to the BC branch of the Canadian Association of Food Banks. “Over the holidays we are asking our customers to reflect on the gift they can give to future generations by choosing to conserve energy,” said Bob Elton, president of BC Hydro. “We are very proud that our employees and partners are demonstrating their commitment by cycling round the clock to not only demonstrate the benefits of energy efficiency, but to also raise funds for BC’s food banks at a time of year when it is needed the most.” The promotion was developed by DDB Canada of Vancouver.